YSL Beauty is deepening its connection with local culture and Gen Z by bringing a high-energy beauty and nightlife destination to the city as part of its global “Block Party” series.
Following stops in Madrid, New York City, Guangzhou, London and Ho Chi Minh City, the global celebration landed in Toronto on September 28 for one night only. The Toronto edition reimagined the global Block Party format through a distinctly Canadian lens, connecting YSL BEAUTY’s world of beauty, fashion and music with one of the country’s most recognizable cultural touchpoints: hockey.
Agencies behind the campaign:
- Public Relations: Faulhaber
- Brand: YSL Beauty
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To execute the Toronto stop of YSL Beauty's global “Block Party” series, public relations agency Faulhaber helped conceptualize and manage an immersive event that blended high-end luxury beauty with local sports culture.
Held on the eve of the Toronto Maple Leafs’ season opener against the Montreal Canadiens, the event transformed The Bottom Line into a hockey-inspired YSL BEAUTY Block Party, complete with vintage hockey memorabilia, archive games and playful Canadian details. From poutine and BeaverTails to the hockey-inspired environment, the experience was designed to feel culturally relevant to Toronto while staying true to the bold spirit of YSL BEAUTY.
The approach also helped bring the launches of MAKE ME BLUSH CREAM and BLACK OPIUM PINK GLAZE into a broader cultural conversation, moving beyond a traditional product-focused beauty event to create an experience rooted in Canadian nostalgia and designed to resonate across beauty, fashion, music and local culture.
The result was a distinctly Toronto interpretation of a global beauty moment, bringing together 200+ guests from the city’s fashion, beauty, media and creator communities, with guest DJ duo Tinx and Lucas setting the tone throughout the evening.
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